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Insider Secrets for Using Special Reports (Follow-Up to Tuesday’s Post)
Tuesday’s post about attracting local prospects online and becoming an industry expert with special reports resulted in several questions from subscribers on my e-mail lists.
That’s exciting because it shows me people are anxious to take action on this simple strategy. (If you missed Tuesday’s post, you can view it here.
In addition to addressing questions, I’m about to give you several insider secrets on how to write and use your special reports to get more customers.
First, don’t over-think the writing process — just provide useful ideas about your product or service as if you were talking to a customer face-to-face. Ask yourself, “What information would my ideal prospect find helpful when considering my product/service?”
For example, let’s say you sell office furniture. You might title your report “7 Critical Mistakes to Avoid When Buying Office Furniture.” You could then explain why you shouldn’t buy without first having a master plan … why basing your purchase on price could come back to haunt you … or why focusing too much on style instead of function could decrease employee productivity.
Get the idea?
If you don’t feel comfortable writing, record your tips and then have them transcribed. Of course, you can also call me. I’ll ask you questions and write your special report (and get everything set up for your website) based on the responses you gave over the phone.
The key to your special report’s success is value. Give information so valuable your prospects would gladly pay you for it.
Once your report is ready, the easiest way to make it available on your website is a service such as AWeber. You can use AWeber to create your web form, collect/store e-mail addresses and deliver your report the instant your prospects request it.
If you’re concerned about cluttering up your website’s design, consider a lightbox. This type of web form allows you to display an opt-in box separate from your actual website. (For an example of how a lightbox works, click the link at the bottom of this e-mail to see one on my blog.)
In addition to offering the special report on your website and other targeted areas online, don’t forget about your offline options. Mailers, advertisements and even your business card are great places to promote your special report.
A small classified ad for your special report might read something like:
———
WARNING … Need New Office Furniture?
Get these facts before you open another catalog
or walk into one more showroom. Your FREE
report, 7 Critical Mistakes to Avoid When
Buying Office Furniture, is available now at
http://www.freeofficefurniturereport.com.
———
Notice how there’s no mention of a company name or a sales pitch. Instead, you’re offering education — and qualifying your prospects.
Another easy and cost-effective idea is to distribute your special report as a flyer. Basically, you can print your special report on the front and back of a single sheet of paper and distribute it to targeted prospects at homes or businesses. You can also use the flyer as a handout at events where you’re in contact with prospects.
I’m using the “flyer” strategy right now. One of my special reports is currently being delivered to 1,000 targeted business owners here in Phoenix. My total cost for printing and delivery was $147.
Do some searching and you’re certain to find a flyer delivery company in your area. You can even cut your costs completely by printing and delivering your special report yourself.
A few other tips for your special reports:
- Include testimonials. Anything you say about your product/service is never as powerful as your customers’ comments.
- Weave in stories. Explain how people have successfully used your product/service.
- Don’t forget a call to action. Tell your prospects exactly what you want them to do after reading your special report.
- Encourage sharing. Prospects will give your special report to other people, especially if you include a sentence telling them to do so.
Keep your questions coming! I can promise you special reports offer the easiest way — in any industry — to establish your position as an expert, separate yourself from the competition, and eliminate price shoppers.
How to Attract Local Prospects Online and Become Your Industry’s Expert
15. March 2010
Recently, I came across a startling statistic from a study about U.S. Internet users’ searching habits, conducted by BIA/Kelsey and ConStat.
According to their new “User View Wave VII” report, nearly all consumers use online media for shopping decisions. More specifically, 97% of consumers research products and services online. And of these Internet users, a whopping 90% use search engines first when researching nearby businesses.
If you target local consumers, these figures prove the importance of having an effective online presence. But they also bring up a crucial question …
What are you currently doing on your website to target your local market?
If you’re serious about attracting a local audience online, then your website must make it easy for your prospects to find you using search engines such as Google.
That means having keywords your prospects use in search engines incorporated into your website’s content. These keywords must be in your title tags (the area displayed in the blue bar at the top of your browser), your headers (the larger text that breaks up your content and explains the big benefit of doing business with you) and your anchor text (clickable content that links to other pages on your site).
Keywords in your URL will also help your cause.
If you need help determining which keywords people use to find businesses like yours, try Google AdWords’ Keyword Tool.
And don’t forget about building your incoming links. You want as many relevant and reputable websites as possible linking to your online home. This will help drive traffic to your website and give you virtual “votes” from Google.
Article marketing using EzineArticles.com is one way to start building your backlinks.
Once your website begins getting local search engine traffic, the absolute easiest way to collect targeted prospects (and I will write this advice until my fingers can no longer type on a keyword) is to give away a special report/guide and saturate it with valuable content. Of course, you want to collect any prospect’s e-mail address before you deliver your free report/guide.
This simple step allows you to begin creating your own list of targeted prospects. Because here’s the honest truth:
Unless your website is building your customer list right now, it’s totally useless to you as a marketing tool.
The above statement might sound harsh, but I promise you it’s the truth.
Of course, you may not know what to include in your free report to attract prospects. If that’s the case, here are two easy topics:
(Insert Number) Critical Mistakes to Avoid When Buying (Your Product or Service)
(Insert Number) Critical Questions to Ask When Hiring (Your Type of Company)
All you have to do is reveal the mistakes or question your prospects need to know when shopping for your product or service. Of course, your information can tie right into your company’s strengths.
The added bonus is you instantly become an industry expert — regardless of how long you’ve been in business. As well, you now have a lead-generating marketing piece you can promote online and offline.
If you’ve read this far, then you know these prospect-gathering tips will make a major difference in the number of leads you collect off your website. The only mistake you can make now is waiting to incorporate them.
The Secret to Selling With Only a Single Sentence
4. March 2010
If you recognize the saying “Don’t sell the steak, sell the sizzle,” then you’ve had an introduction to Elmer Wheeler.
A master salesman and pioneer of persuasion who rose to prominence in the 1930s, Wheeler came up with the seven-word phrase to explain the importance of demonstrating benefits in selling situations, instead of describing details and facts.
What made Wheeler extraordinary was his ability to step into corporations and stores, study their operations, and then construct single sentences that caused sales to soar. He claimed to have used 105,000 sentences on 36 million consumers to determine which specific words produced the best results.
For example, when Barbasol hired Wheeler to increase shaving cream sales, he tested 141 sentences on potential customers before selecting “How would you like to cut your shaving time in half?”
The result?
Sales jumped 300%.
When Texaco’s management team wanted to increase revenue, they sought out Wheeler to come up with a replacement for the typical “Check your oil today?” question that station attendants asked customers who stopped for gas.
Wheeler was paid $5,000 (obviously, a huge sum in the 1930s) for the following nine-word inquiry: “Is your oil at the proper level today, sir?”
During the next week, Texaco’s filling-station men found themselves under 250,000 vehicle hoods.
Wheeler proved if you ask the right question, you’ll get the sales you want. The foundation for his word magic came from countless hours of observation and common sense, which eventually led him to create his five “Wheelerpoints.”
Wheelerpoint #1: Don’t sell the steak, sell the sizzle!
Tom’s translation: Your prospects don’t care about your actual product or service — only the benefits it provides.
Wheelerpoint #2: Don’t write — telegraph.
Tom’s translation: You only have a few seconds to grab your prospect’s attention, so be concise and use your words wisely.
Wheelerpoint #3: Say it with flowers.
Tom’s translation: Demonstrate your product or service by using words that create mental images in your prospects’ minds — and back up your claims with proof.
Wheelerpoint #4: Don’t ask if — ask which!
Tom’s translation: Always offer prospects a choice between something and something — not something and nothing.
Wheelerpoint #5: Watch your bark!
Tom’s translation: The presentation of your message is just as important as the words you write, so keep your copy conversational and engage your prospects.
In 1947, Elmer Wheeler presented his five “Wheelerpoints” in “Man to Man,” a 24-minute training film for gun dealers about salesmanship and psychology. You can check out the classic footage here: http://www.archive.org/details/MantoMan1947. (When you watch the film, you’ll see how Wheeler’s selling principles apply to any industry.)
An Overlooked Way to Grab Media Attention and Become an Industry Expert
16. February 2010
Over the weekend, I was lurking around LinkedIn and came across a discussion in a local business owners group.
A business development manager wanted ideas on how to get customers for his start-up. He stated, “Companies do not want to talk to you unless you have established a customer base … even though we have services that are needed and great staff.”
The way his statement was phrased I couldn’t help but wonder if he would have an easier time attracting customers if his attention was on his prospects. Statements such as “established a customer base,” “services that are needed” and “great staff” are dead giveaways that his focus is on his company.
From a marketing perspective, these traits do little to set you apart from your competition. “Services that are needed” and a “great staff” are especially common claims any company can make.
But by focusing attention on delivering value and educating prospects, you can provide proof for these types of claims — even if you own a start-up. Furthermore, by demonstrating and distributing knowledge that addresses prospect problems, you meet people’s desire for information without human interaction.
One overlooked marketing piece that gives you a perfect opportunity to share knowledge is a press release. Now, you may believe press releases are only for corporate giants. Worse yet, you might be hesitant to write a press release because you believe you have nothing newsworthy to announce.
Get over these misconceptions immediately!
Prior to pursuing my business full-time at the end of 2004, I worked as an editor and newsroom supervisor at a newswire for nearly 6 years. I’ve edited and distributed thousands of press releases — and many were not-so-cleverly disguised pitches from companies hoping to land a feature article or segment on the news.
Although features are always a possibility, here’s a little-known secret that will increase your chances of appearing in the media as an expert:
Make yourself known as someone who shares knowledge.
Simply pay attention to writers/editors who cover topics related to your industry and volunteer yourself as a source. You can do this by contacting them or regularly sending out press releases that describe tips or strategies you can offer to their audiences.
Here’s an example of press release I recently sent out to volunteer myself as a source (feel free to use it as a template for your own press releases): http://www.writewaysolutions.com/pdf/tompr4.pdf.
As someone who regularly writes for publications, I promise you developing article ideas is effortless when compared to tracking down qualified sources who can provide valuable insight.
If you want daily opportunities for free publicity as a media source, you’ll want to check out Help A Reporter Out (HARO).
Free Workshop for Business Owners and Professionals: How to Slash Your Marketing Budget and Put More Profit in Your Pocket
8. February 2010
During this FREE workshop by Tom Trush, direct-response copywriter and marketing strategist, you’ll learn how to harness the true power of the Internet for your business and discover …
- 4 online resources you can use to uncover your prospects’ strongest desires about your product or service — and how these discoveries can help you quickly write irresistible copy.
- An often-ignored persuasion trick you can use on complete strangers to convince them to surrender their e-mail addresses so you can send them messages that promote your products or services.
- A surprisingly simple, low-cost way to capture buying customers fast using any website (beginning today) … even if it’s not attracting a lot of traffic.
- The 2 most powerful words you can use in your marketing copy during a recession. (You’re making a major mistake if you think “free” is one of the words.)
- How you can use e-mail to average at least $45 for every marketing dollar you spend.
- And much more, including answers to your questions.
DATE: Saturday, Feb. 27, from 10 - 11:30 a.m.
LOCATION: Burton Barr Central Library, Pulliam Auditorium (1st Floor), 1221 N. Central Ave., Phoenix
Reserve your spot today at http://www.tomtrush.com.
*** All registered attendees will receive Tom’s newest audio program, The Anatomy of a Profitable E-mail Campaign: How to Quickly Write Irresistible Marketing Messages. ***
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17. March 2010
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